Facebook's much talked about video ads are expected to be available by end of this week.

Facebook will start selling video ads from this week, according to reports. The ads will auto-play on mobile devices and the web and will be seen in users’ News Feeds from this Thursday.

Facebook will run 15 seconds video ads in the users news feed. According to reports the ads will not run more than three times a day for a user. The site already allows users to advertisers to broadcast ads, but the new feature will allow advertisers to market directly into a users news feed. The ads will help capture a share of approx $ 66.4 million that was expected to go to US television this year.

Facebook CEO, Mark Zuckerberg has pushed back the launch date of the video ads twice already so that the users experience is not tainted by the ads. The site will be displaying HD ads with easy to use playback features, according to people close to the matter.

According to reports social networking giant will make an announcement today and one of its first ads will be for the Lions Gate Entertainment Corp. (LGF:US) film “Divergent”.

Facebook has recently revealed its advertising numbers stating that more than 63 percent of the users connected with the commercials on the site. Facebook stated that more than 9 million Australians visited the social networking site everyday. According to a recent study by Kenshoo, a Digital marketing tech company, Facebook ads along with paid search ads yield 30 percent more returns. The study depicted a positive lift in average order value by approx 24 percent when combined. The report, suggested that “consumers who were exposed to social advertising became higher value customers."